Moments of discovery are often accompanied by surprised laughter;

when I heard laughter he could took it as a cue that there might be something going on that was worth looking at.

Consumer.ology by Philip Graves citing former dean of Yale Medical School, Lewis Thomas

Humor should not be forgotten as a way to sell products! It is a bonding element between human beings: if you can make someone laugh, he will feel friendlier toward you and perhaps even remember you!

Humor is effective when product-centric and relevant to a sale message.

Emotional Branding by Marc Gobé